CHAPTER SEVENTEEN Diversity: Population Versus
Market
Geraldine FennellConsultant
Joel SaegertThe University of Texas at San Antonio

In This chapter, wetakea marketing perspective on the topic of advertising in the
context of population diversity. Inan interdisciplinary context such as we have in
this volume, it is useful to reflect on the nature of the characteristic contribution
from eachdiscipline. What isa reader to assume upon learning that the topic,
advertising and population diversity, isto beconsidered from a marketing perspective? What isthe nature of the uniquely marketing contribution to the topicof
diversity? Addressing that question, weconsiderhow diversity arises in the context
of the tasks that are marketing's responsibility. In The first of twomajor sections
in This chapter, we outline essential components of a marketing analysis, that is,
themarketer's tasks of strategic development and communication. In the second,
weconsider such tasks in the context of population diversity. Moreover, in that
second section, wemakea distinction between population diversity viewed from
the perspectives of a marketing analysis(i. e., in lightofreturnon investment) and
of socialjustice. First, however, in the immediately following section, we comment
on the nature of diversityitself to clarify the counter point between population
diversity and market diversity, which is central to the chapter.

DIVERSITY IS DIVERSE

“Diversity” usually evokes characteristics of the generalpopulation as, for example,
in the words, “the U. S. population becomes moreand more diverse”in the Call for

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